The investment in social media can pay handsomely. Done well, it can stimulate business, strengthen brands and improve customer loyalty. Those are the intuitive beliefs, in any event.
But a report released today puts more evidence into the theory. The greater the breadth and depth of social media engagement, the better the payback, says the study from Wetpaint and the Altimeter Group. It examined a range of companies in different sector.s
The main findings:
1. As the number of channels increase, overall engagement increases.
2. While it's not important to do everything, do something and find your sweet spot.
3. Make social media part of everyone's job.
4. Emphasize quality, not quantity.